Why is there is so much bad marketing out there and are marketers brainwashed that social media is going to save their brands ?

1. Where is the lifeguard for the
marketing talent pool ?
Why most marketing fails
Rich Meyer
Online Strategic Solutions

2. It
was
foretold
Social
media
will
save
your
brand
and
can
make
up
for
bad
marke8ng
!

3. And
many
marketers
drank
the
Kool-­‐Aid
• Social media can save our brand.
• Social media is easy to do.
• Measuring social media is easy.
• Focusing more on social media
and less on other marketing
tactics will lead to success.
• I can hire an agency to implement
my social media and be the voice
of my brand.
• I don’t need to need to listen to
consumers.
• I can use social media to push
information.

4. But
where
did
it
lead
?

5. OMG
!
You
mean
social
media
alone
doesn’t
work
?
• Pepsi has fallen to third place
behind Diet Coke in spite of its
widely heralded switch from Super
Bowl ads to a huge social charity
program called Refresh Project.
• Burger King has grilled through a
couple of CMOs and fired agency
Crispin Porter & Bogusky after
producing Facebook campaigns
and viral videos that got lots of
attention while the business
witnessed six consecutive
quarters of declining sales.

6. On
the
contrary
those
social
media
campaigns
delivered
what
they
promised
• The Pepsi and Burger King social
campaigns not only delivered what
they promised but surpassed their
goals in terms of engagement,
response and thus ROI.
• The answer to these claims is
equally simple: If those "other"
things mattered more to business
performance, they should have
been the focus of marketing, not
entertainment or whatever

7. Are
marketers
brainwashed
?
• Marketers are social media
brainwashed and demand to be
part of the social media dance
party = agencies are forced to
try things that aren’t working.
• The sad thing about performing
a service that doesn’t work is
that folks start making stuff up to
protect their jobs or business.

8. What
level
of
understanding
do
you
have
about
the
social
media
conversa8ons
happening
around
your
brand
?
What
?
How
the
hell
can
this
be
?
Source:
Alterian’s
Eighth
Annual
Survey
How
Engaged
Is
Your
Brand?

9. It’s
totally
unacceptable
!!

10. So
then
is
all
social
media
marke8ng
a
load
of
donkey
dung
?
Wait
a
second
!
I’m
confused…
then
again
maybe
I’m
not
!

11. Believe
it
or
not
good
social
media
marke8ng
can
provide
real
results
• Ford's Fiesta Movement
produced lots of leads for its
dealers and helped win its CMO
marketer of the year honors.
• Procter & Gamble's use of
YouTube videos to fuel
engagement with its brilliantly
conceived "the man your man
could smell like" ad campaign,
because it's featured in most
presentations at social
conferences and even in a few
books.

12. And
successful
integrated
marke8ng
leads
to
successful
brands
• What good are invented metrics
for social campaigns if they don't
evidence any influence on
sales?
• There's no such thing as a
successful brand that doesn't
deliver successful marketing, is
there?
• If social marketing can't be
made responsible for tangible
behaviors that matter to the
business, not just to ideas about
branding, then no made-up
measures of its importance
matter much at all.

13. The
key
is
“integrated
marke8ng”
• Ford's vastly improved sales-conversion
number on test drives benefited from the
great quality of the car and its pricing, as
well as from the overall economic
conditions over which it had no control.
• Identifying what the social efforts did, if
anything, requires the upfront
presumption that they were necessary
and therefore accomplished anything at
all that mattered (like starting out to
claim that cereal is "part of a balanced
breakfast").
• For all we know, Old Spice and Ford
could have sold more products without
them.

14. Because the same old things are still
important to consumers
• People still need and do the same
things they always did, and
companies still need to sell to
them.
• Pretending that conversation is
not important is a pure canard.
• Fad ideas, like that anybody
wakes up in the morning hoping
to have a conversation with a
brand of toothpaste or insurance -
is no longer credible in light of the
latest news.

15. And
consumers
also
want
product
func8on
over
brand
ethics
When faced with a choice of
good ethical positioning and bad
product functionality or good
product functionality and bad
ethical positioning, individuals
overwhelmingly chose the latter.
Strategy+Business
ISSUE 62 SPRING 2011
Values vs. Value

16. But don’t use that as an excuse to
be socially unethical !!

17. Today
consumers
do
want
it
all
• I expect brands to be listening to me in a channel where I want to talk
with them.
• Sometimes it is about price but a lot of times it’s not. It depends on
how well you know my needs.
• If you discount your product a than price is the reason I buy your
product it’s not because of your marketing.
• Disappoint me and I leave you forever.
• Advertising is going to make me aware of your product but friends are
going to help me decide if your product is worth trying.

18. Why
?
Because
they
are
empowered
consumers
and
social
media
have
given
them
a
unified
voice
to
talk
back
to
brands
that
are
not
used
to
listening.

19. But
marketers
s8ll
struggle
to
create
true
mul8-­‐channel
engagement
with
their
customers
• Marketers admit to still struggling to
create true multi-channel
engagement with their customers.
• More than three fourths admit to not
being as engaged as they can and
should be.
• Marketers could use a clear
strategic plan driven by consumer
intelligence to move toward fully
engaging customers at an individual
level, with the precision they have
come to expect.

20. Maybe
because
they
are
measuring
the
wrong
things
?
• Everyone seems to be consumed with
numbers.
• Now the “numbers” are attracting
attention to social media.
• Everyone wants BIG numbers.
Followers, tweets, retweets, blog post,
rankings, Google juice, traffic and the
The
most
important
things
in
obsession for numbers continues.
business
are
those
things
you
can’t
measure,
you
can’t
see
but
such
things
can
make
or
break
your
business.

21. Hint:
it’s
is
the
intangible
things
that
create
success
• Management wants to focus on
results at the cost of the
intangible things.
• Doing so destroys relationships,
manipulates conversations and
encourages the production of
false results because that is
what management wants,
results even when they are
false.

22. The
art
of
engagement
is
not
about
personaliza8on,
it’s
about
individualiza8on
Marketers
now
must
not
only
engage
with
their
customers,
but
they
must
conEnue
to
analyze
and
measure
their
engagements
across
mulE-­‐channel
disciplines,
taking
their
findings
and
applying
them
across
all
customer
interacEons
in
a
very
precise
and
operaEonal
way..

23. Engaging
users
across
social
media
plaOorms
has
become
a
full
8me
job.
• What are they saying
Social
Media
Sen8ment
•
that is positive ?
Is it in line with our
brand objectives ?
• Can we leverage this
with other market
segments ?
• Why are they negative
PosEve
about our product/
brand ?
NegaEve
• Can we turn it around to
a positive ?
Neutral
• Is there a process in
place to communicate
negative comments to
key stake holders ?
• Is it a threat to our
brand ?
• Why are they neutral ?
Not
only
do
you
need
to
par?cipate,
you
need
to
be
able
to
• Is this based on something
we tested ?
monitor
and
analyze
the
chaDer
and
leverage
what
you
• Can we change a neutral
learn.
impression in a positive
conversion ?

24. Don’t
ever
do
stuff
just
because
you
think
you
should.
That’s
the
definiEon
of
an
someone
who
is
clueless
and
it’s
a
path
to
failed
expectaEons.

25. If
you’re
going
to
do
social
media,
do
it
right
!
• Social media requires a
strategy, budget and
resources to get it right.
• If you don’t do it right
you risk alienating your
customers, prospects
and employees while
your competitors get it
right.

26. Which
do
you
believe
?

27. Start
with
the
basics
• What our objectives ?
• Do people want to talk with us on social media ?
• Can we give them value in social media beyond
discounts ?
• Do we have resources to support social media ?
• Do we have a way to measure success as it applies
directly to brand & business objectives ?
• Has senior management bought into our success
metrics ?
• Are we ready to measure and optimize as we learn ?
• Are we in it for the long term and understand that we
need to thank every customer and listen to every
consumer ?

28. In
the
end…
There
are
no
shortcuts
to
good
integrated
markeEng
at
excellence
at
every
consumer
touch
point.

29. About
Rich
Richard Meyer (richardameyer@me.com)
• 17+ Years in marketing consumer and healthcare products
• MBA Marketing
• Http://www.newmediaandmarketing.com
• http://www.worldofmarketing.com
• http://www.richsmanagementblog.com
• http://www.richardameyer.com
• http://www.twitter.com/richmeyer
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• http://www.linkedin.com/in/richardameyer